Department of Marketing

sesamarktg

Department of Marketing

Selma
Saracevic
Postdoc


Room: SOL/D2.42
E-mail: sesa.marktg@cbs.dk
sesa
Presentation

Selma Saracevic joined Copenhagen Business School in October 2023 as a postdoctoral researcher within the project on “The Dark Side of the Sharing Economy”. The research project, funded by the Carlsberg Foundation, focuses on the negative externalities of access-based consumption. Prior to joining Copenhagen Business School, Selma held an academic position at the Vienna University of Economics and Business (WU), where she obtained her PhD in International Marketing Management earlier this year. Her doctoral research, centered around social and environmental sustainability, focuses on the importance of social norms and brand activism on sustainable behavior in an international context.

Initially educated in Bosnia and Herzegovina (BSc in Business and Management), Selma completed her MSc (in International Business) and PhD in Austria, where she also gathered industry experience in sales and marketing. As part of her academic experience, Selma has taught various courses at the bachelor and master levels at WU and Thammasat University in Thailand. In addition, she has supervised a number of bachelor and master theses.

Over the past three years, Selma has presented her research at several international conferences (e.g., Academy of Marketing Science – AMS, Academy of International Business – AIB, Australia and New Zealand International Business Academy – ANZIBA). In addition, she has served as a reviewer in a number of academic conferences, among others for the Academy of Management 2021 Annual Meeting, for which she was awarded as the “Best Reviewer for the International Management Division”. She is a member of the Academy of Marketing Science (AMS), the Academy of International Business (AIB), and the Australia and New Zealand International Business Academy (ANZIBA).

Primary research areas
  • Sustainable consumer behavior
  • Brand and corporate activism
  • Consumer stereotyping
Social media
Link to this homepage
www.cbs.dk/en/staff/sesamarktg
Selected publications

Journal Articles

Saracevic S., Schlegelmilch B.B. and Wu, T., “How Normative Appeals Influence Pro-Environmental Behavior: The Role of Individualism and Collectivism.” Journal of Cleaner Production, 2022, 344 (April), 131086.

Saracevic S. and Schlegelmilch B.B., “The Impact of Social Norms on Pro-Environmental Behavior: A Systematic Literature Review of the Role of Culture and Self-Construal.” Sustainability, 2021, 13(9):5156.

Kolbl, Ž., and Saracevic, S., “Identifikacija Porabnikov z Blagovno Znamko: Vloga Porabnikove Potrebe po Edinstvenosti in Vloga Porabniških Stereotipov.” Economic and Business Review, 2020, 22(4). 

Conference Proceedings

Saracevic, S. and Schlegelmilch, B.B., “Antecedents, Manifestations, and Outcomes of Corporate Activism: A Systematic Literature Review.” Proceedings of the Global Marketing Conference Academy, Republic of Korea, Seoul, July 20-23, 2023.

Saracevic, S. and Schlegelmilch, B.B., “Moving toward a new Consumer Brand Activism Perception Scale (BAP).” Proceedings of the Academy of Marketing Science Annual Conference, New Orleans, Louisiana, May 17-19, 2023.

Saracevic, S. and Schlegelmilch, B.B., “How Consumers Perceive Brand Activism: Conceptualizing and Probing the Dimensions of the Construct.” Proceedings of the Australia and New Zealand International Business Academy Conference, Melbourne, Australia, February 15-17, 2023.

Schlegelmilch, B.B., and Saracevic, S., “Corporate Activism in Europe, India, and the US: Diagnostic Framework and Future Research Agenda.” Proceedings of the Academy of International Business Conference, Miami, Florida, July 6-9, 2022.

Saracevic, S. and Schlegelmilch, B.B., “Capturing International Consumer Perceptions of Brand Activism: Moving Towards Scale Development.” Proceedings of the AMA Global Marketing SIG Conference, Crete, Greece, May 31 – June 2, 2022.

Saracevic, S, Schlegelmilch, B.B. and Wu, T., “The Role of Self-Construal Level in the Relationship between Norms and Pro-Environmental Consumer Behavior: A Cross-Country Comparison.” Proceedings of Academy of Marketing Science Annual Conference, Monterey, California, May 25 – 27, 2022.

Saracevic, S., Schlegelmilch, B.B. and Wu, T., “Individualism and Collectivism as Moderators of the Relationship between Norms and Pro-Environmental Consumer Behavior.” Proceedings of the Virtual American Marketing Association Summer Conference, August 4-6, 2021.

Diamantopoulos, A., Kolbl, Ž., and Saracevic, S., “ “Blending in vs. Sticking Out?” The Impact of Brand Buyer Stereotypes vs. Consumers' Need for Uniqueness on Consumer-BrandIdentification.” Proceedings of the Annual Conference of the European Marketing Academy Conference, Hamburg, Germany, May 28-31, 2019.

Publications sorted by:
2024
Selma Saracevic; Bodo B. Schlegelmilch / Activist Brand Perception : Conceptualization, Scale Development and Validation.
In: Journal of Business Research, Vol. 180, 7.2024
Journal article > peer review